18 • May 2026 • Powersports Business

The E-Hawk is for kids 6 years old and older, but my nephew is like his dad and uncle. He’ s on the shorter side. He’ ll grow into it. Dad also likes it.

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He encouraged dealers and consumers to see the products in person, noting that build quality is something that becomes obvious up close.

“ You can tell right away,” he says.“ Just by looking at it, by touching it.”

A PRACTICAL APPROACH TO ELECTRIC

Denago is also exploring electric vehicles, but Garibyan said the company is taking a measured approach.

Rather than jumping into full-size electric UTVs or motorcycles, Denago has focused on youth models, where the benefits of electric power are more immediate. The E-Hawk 6, for example, has gained traction thanks to its quiet operation and smooth power delivery— qualities that appeal to first-time youth riders.

“ For kids, that’ s a big deal,” Garibyan says.“ The noise and vibration of a gas engine can be intimidating.”

Electric models remove that barrier, making it easier for younger riders to get comfortable.

A larger version, the E-Hawk 10, is currently in development and will offer increased power and capacity for older youth riders.

When it comes to adult-sized electric vehicles, however, Garibyan remains cautious.

“ We don’ t feel like the demand is there yet,” he adds.“ It’ s something we’ re watching, but it’ s not our focus right now.”

DEALER SUPPORT SETS THE BRAND APART

One of the biggest challenges in the value segment is differentiation. Low-priced products are widely available, particularly through online channels, but many lack the infrastructure needed to support customers after the sale.

Garibyan sees that as a key opportunity for Denago.

“ You can buy something online for cheap,” he shares.“ But then what happens when you need parts or service?”

By building out a nationwide dealer network, Denago is aiming to provide a more complete ownership experience— one that includes parts availability, service support and ongoing customer relationships.

“ That’ s really important to us,” Garibyan reveals.“ We want dealers to feel confident selling our products, and we want customers to know they’ re taken care of.”

INCREASING VISIBILITY IN 2026 With its dealer base now established, Denago is planning to increase its visibility through events and consumer engagement in 2026.

The company expects to attend a range of shows, including overland and off-road events, sand sports expos and potentially SEMA.

Garibyan said the timing is deliberate. In the early days, Denago held back on aggressive marketing because it didn’ t yet have the dealer coverage to support it.

“ We didn’ t want to create demand that we couldn’ t fulfill,” he says.

Now, with dealers in place across most regions, the company is ready to push harder.

Events also provide an opportunity for hands-on interaction, which Garibyan believes is critical for a newer brand.

“ If someone gets on one of our machines and rides it, even for a few minutes, it makes a difference,” he says.“ They understand what we’ re about.”

A POSITIVE OUTLOOK FOR THE INDUSTRY

Looking ahead, Garibyan expressed cautious optimism about the powersports market in 2026.

He believes steady economic conditions and continued interest in outdoor recreation will support demand, particularly in the utility segment.

“ I think it’ s going to be a good year,” he shared as we spoke in February.“ There’ s still strong interest in powersports.”

For Denago, the focus remains straightforward: continue expanding the dealer network, introduce new products, and stay aligned with what customers actually want.

“ We’ re not trying to overcomplicate it,” Garibyan says.“ We want to build good, reliable machines at prices people can afford.”

If the company continues on its current path, Denago could soon establish itself as a long-term player in the industry.

“ We want people to look at our products and say,‘ That’ s a solid machine. I can count on it,’” Garibyan says.

And by many indications, dealers( and customers) are starting to do just that.